MTV launches a bold initiative to drive political awareness and need to vote

Ever expressed outrage on social media? Hit ‘Like’ or ‘Retweet’ on posts that talk about the administration’s inability to provide a safe country for us to live in? Yes, currently, politics and voting are the most common themes of virals shared across social media. But, unfortunately a tiny proportion of those sharing or reading these virals actually go to the polling booths to cast a vote. MTV, India’s leading youth brand, is here to remind you of the power you have: Your Vote! ‘Hero MTV Rock the Vote’ sounds a wake-up call for all those of you who are above 18 years of age and have an opinion on things around them. In a tongue-in-cheek tag line ‘Dabao na ...button’, MTV puns on the voting button to urge the 1st time voters to vote.

Speaking about this initiative, Aditya Swamy, EVP and Business Head, MTV India said, “Apart from playing a huge role in pop culture, MTV has always led young people in the area of social activism. Young people have the power more than ever to make a difference. Hero MTV Rock the Vote is a movement that aims to make young people aware of this power, and to act on their right to be heard. Our partnership with Hero is truly special as both brands are genuinely committed to working with the youth to build an even more incredible India.”

Hero MTV Rock the Vote is a non-partisan initiative set at the intersection of popular culture and politics. Launching a series of short films that are set to be hard-hitting satires and re-emphasize the need to vote, MTV looks to spark a series of discussions on youth issues. In coming weeks, MTV will take this campaign across multiple cities through college festivals, concerts and panel discussions with policy makers. But, it is not all that serious always. Hero MTV Rock the Vote will also include Polt 101, a series of short films, animations and web-series that will talk educate about election facts and voting process with a fun twist. The campaign aims to drive debates and discussions on youth relevant issues; encourage voter registration and ultimately participation in voting process.

Elaborating on details of this initiative, Sumeli Chatterjee, Head – Marketing & Insights, MTV India, says, “Election is the biggest event happening in India in 2014, and whether you understand politics or not; it still affects you. Breaking the usual monotony of long speeches, MTV will draw heavily from the 3 pillars of popular culture - Bollywood, Humour and Music to connect with the youth. We will underline the need to vote through short films, college concerts, animation videos, music anthem, comedy sketches, blogs, infographics, and a whole host of crowd-sourced videos. So, watch out this space for more action!”

MTV has partnered with Rock The Vote (USA), a non profit, non partisan organization which pushes the political awareness amongst youth across many countries including USA, Canada and Chile. Founded 21 years ago, Rock the Vote (USA) has registered more than five million young people to vote and has become a trusted source of information for young people about registering to vote and casting a ballot.

Speaking about their association with MTV India, Heather Smith – President, Rock the Vote - USA said "Rock the Vote is thrilled to be partnering with MTV India in this effort to encourage young people to get engaged in the upcoming elections. Rock the Vote has a long standing history with MTV and has worked to elevate the voice and concerns of young people in the United States for over 20 years. We are excited to bring this partnership to India to ensure that young people in this country are being heard by those they elect."

The campaign is supported by youth icons, Rannvijay Singh and YoYo Honey Singh to encourage the young people to get to their nearest voting booths and vote. No force unites the generation as Music; and Music resides at the heart of MTV. MTV is closely working with Yo Yo Honey Singh to create a music anthem to support Hero MTV Rock the Vote.  A crowd-sourced music video, the unique anthem will imbibe the essence of the initiative and revolve around the issues surrounding the youth.

‘Hero MTV Rock the Vote’ will be supported by a 360 degree marketing campaign to create awareness and engagement amongst the youth. With debates and discussions with young policy makers, concerts across 4 cities, 300+ colleges connects, interactive videos, a massive digital push across platforms and college festival partnerships; MTV will go all out to motivate and mobilise the 12 crore first-time voters to register and vote in general elections 2014.
‘Hero MTV Rock the Vote’ reminds the generation of their power to speak up.